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A Jeweller to the Nizam — Where the Story Begins

In 1920, Sri Tibarumal Gupta launched a jewellery firm in Hyderabad, India. The city he chose was no accident. Hyderabad was deeply steeped in the rich history of the Nizam’s dynasty — a place of extraordinary opulence, where architectural gems and cultural pearls defined the city, earning it the name “City of Pearls” and the legendary home of the Kohinoor Diamond.

Tibarumal Gupta read that context well. His grandson Pankaj Gupta recalls: “My grandfather used to travel to Bombay, Jaipur, Gujarat and Chennai, because different regions in India had their own jewellery styles. He would carefully source pieces from across the country and bring them back to Hyderabad.” That instinct for quality, sourced from every corner of the subcontinent, gave the firm a range no single regional jeweller could match.

With an eye for quality and his ability to recognise exceptional gems, Tibarumal built a reputation — and very soon came to the notice of the Nizam of Hyderabad. Their passion for exquisite jewellery became the bedrock of a long friendship. Being the preferred jeweller of the Nizam was not a marketing claim. It was a measure of trust earned through consistent, uncompromising craftsmanship at the highest possible standard.

Three Generations, One Name — How the Legacy Held

What separates Tibarumal from most heritage jewellery names in India is that the family never let the brand coast on its founding story. Each generation introduced something new while keeping the core intact.

The vision and mantle, along with Sri Tibarumal’s dynamism and confidence, was passed on to one of his three sons, Mr. Ram Bharos Gupta — who carried on the legacy with such success that today, the name “Tibarumal” is itself a guarantee of unparalleled quality and authenticity. The second generation served the post-independence elite of Charminar, adapting to a city that was rapidly changing its social character.

In 1988, the legacy was transferred to Pankaj Gupta, who introduced modern design ideas while continuing to focus on gemstones. Under his creative direction, the company continued producing handcrafted jewellery inspired by classic Indian and Nizami aesthetics. Pankaj also recognised something important about Hyderabad’s customer base: over the past century, people from many regions including Rajasthan, Haryana, Gujarat, West Bengal and Tamil Nadu settled in the city, and because of this diverse mix of communities, the jewellery demand here reflects a wide range of styles — which has greatly benefited Tibarumal.

So the firm evolved from a Nizami-era atelier into something closer to a pan-Indian jewellery house, while staying rooted in Hyderabad. That shift — from local institution to broader cultural authority — is probably what distinguishes Tibarumal from other century-old names that stayed narrowly regional.

As the market evolved, they also shifted locations from Charminar to Basheerbagh, a commercial centre, and later to the posh Banjara Hills, home to the rich and famous. Following the city’s wealth geography, without losing the original clientele, takes a particular kind of institutional confidence.

Why Heritage Alone Is Not Enough in 2026

Jewellery buyers in Hyderabad today are asking different questions than their parents did. Provenance still matters — but so does ethics. Where did this diamond come from? Was anyone harmed in its extraction? Can I wear it without that question following me around?

Those are not niche concerns. They reflect a shift in how a new generation of consumers in India thinks about luxury. And they create a genuine problem for legacy jewellers who built their identity on mined stones sourced through opaque supply chains.

The Tibarumal family saw this coming. Rather than retrofitting their existing brand, they built something new from the ground up — a label designed specifically for this moment.

Elevé Diamonds: The Fourth-Generation Answer

Tibarumal Jewels — one of South India’s most respected century-old jewellery houses — launched Elevé Diamonds, its new lab-grown diamond brand aimed at future-forward consumers in India and abroad. The brand is led by fourth-generation scion Trishank Gupta, carrying the family’s direct involvement into a new chapter.

Elevé’s product strategy is rooted in ethical, above-ground CVD-grown diamonds, precision-cut and IGI-certified, set in jewellery handcrafted by artisans trained in Tibarumal’s lineage — ensuring that while the diamonds come from modern technology, the soul of the craftsmanship remains human and heritage-driven. That balance is worth pausing on. Lab grown diamonds are sometimes associated with mass production and generic design. Elevé’s position is the opposite: the stone is grown above ground, but the hands that set it have been trained in a century-old tradition.

Design direction continues to be shaped by Pankaj Gupta, whose signature aesthetic influences Elevé’s collections. The brand’s offering includes the Nizam line, inspired by royal motifs, Victorian and Polki interpretations, and coloured stone pieces that reimagine traditional designs for contemporary tastes. The Nizam line, in particular, is a deliberate thread back to the founding story — the same royal aesthetic that made Tibarumal’s name in 1920, now rendered in conflict-free stones.

Elevé also launched a tribute to the city itself: the Charminar Collection, designed by Pankaj Gupta, reflects the charm of the city through intricate, locally inspired designs. For buyers in Hyderabad, that kind of specificity — jewellery that references the city’s own architectural identity — carries weight that a generic luxury brand simply cannot replicate.

Staying true to its handcrafted philosophy, Elevé Diamonds emphasises that no piece is mass-produced — each one is unique, elegant, and meticulously made. And the social dimension is built in: a portion of proceeds supports Beti Bachao, Beti Padhao and artisan welfare initiatives, reinforcing the brand’s commitment to social responsibility.

For anyone considering lab grown diamond jewellery in Hyderabad, this combination of certified quality, artisan craft, and a traceable family provenance is genuinely unusual in the market.

What IGI Certification Actually Means Here

One question buyers reasonably ask: are lab grown diamonds real diamonds? The answer from gemological institutions is unambiguous. A lab grown diamond is a verified, actual diamond — just like one extracted from deep within the earth, but made in a lab over a matter of weeks using advanced methodology. The CVD process Elevé uses involves heating hydrocarbon gas into plasma, separating carbon atoms, and slowly constructing the diamond layer by layer.

The IGI certification on each Elevé stone means the diamond has been independently graded on the same 4C standards — cut, colour, clarity, carat — applied to mined diamonds. Laboratory-grown diamonds have identical refractive index and sparkle, and are graded using the same colour and clarity standards as natural diamonds. The certificate is not a consolation prize. It is the same document of quality assurance that a mined diamond would carry.

For buyers of diamond rings or diamond earrings from Elevé, the IGI certification means there is no guesswork — the stone’s quality is documented, independently verified, and traceable.

The Specific Advantage of Buying from a Legacy House

Most lab grown diamond brands in India launched without a jewellery background. They are retail-first operations, often strong on marketing but thinner on craft. The Tibarumal connection gives Elevé something different: artisans who have spent careers making fine jewellery, a design sensibility refined over a hundred years, and a reputation that was built before anyone thought to advertise it.

Backed by over 100 years of trust from Tibarumal Jewels, Elevé Diamonds is more than a brand — it’s the beginning of a refined, responsible new era in fine jewelry.

Based in Hyderabad, Elevé Diamonds has debuted with flagship stores in Kokapet, Kompally, and Warangal, and has plans to open at more locations. The physical presence matters in a market where buyers want to see and touch jewellery before committing, and where trust is still built face to face.

For buyers in Hyderabad looking at diamond necklaces or engagement rings, the question is not just about the stone — it’s about who made it, who stands behind it, and whether the craftsmanship will hold up over decades. On all three counts, the Tibarumal lineage provides an answer that is difficult for newer entrants to match.

That is probably the most honest way to describe what the legacy actually delivers: not nostalgia, but accountability. A name that has been in Hyderabad’s jewellery market for over a century has something to protect. That changes how carefully things are made.